Kotex's awesome Pinterest campaign

Share this article:
Kotex's awesome Pinterest campaign
Kotex's awesome Pinterest campaign

Here's a blog topic sure to make the guys squirm: Feminine products.

Kidding, kidding. Well, sort of. Kotex — yes, the tampon company — launched a super innovative campaign on Pinterest that was anything but awkward or hush-hush. Actually, it was really awesome.

Here's how it worked: The company targeted 50 influential women and analyzed them based on their Pinterest boards — shoes, bikes, photos, wedding dresses, crafts and all. Kotex made them a gift box based on their interests. To get the box, all the lucky ladies had to do was re-pin their gift. Kotex then mailed them the box, completing the buzz-worthy cycle.

And all of it was meant to celebrate Women's Inspiration Day. How's that for knowing your audience?

The campaign was a success. The audience was targeted, and Kotex clearly knew not only how to reach them, but how to speak to them. The company's marketers collected the right information from these women to make them happy — not creep them out for snooping their sites — and surprised and delighted them. Besides, it created inherent buzz through its sheer innovation and it claims to be the first-ever Pinterest marketing campaign. There's even a YouTube video where customers can learn more, complete with sappy music, lots of hot pink and snappy graphics.

In total, the campaign launched 2,284 interactions and 694,853 impressions online. Not bad at all considering that the company only reached out to 50 women directly.

For a company who's slogan on their website is “your period is as unique as you are,” this seems all-too fitting. Brand consistency. Boom.

So, Kotex, I will no longer think of you as just a tampon company. And that seems pretty amazing on its own.

Your move, Always.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Stepping Stones to Marketing Success

Stepping Stones to Marketing Success

DMN's 2014 40 Under 40 Award winners discuss how their very first job make an impact on their marketing career.

Big Data Enables Bigger (and Hopefully Better) Campaigns

Big Data Enables Bigger (and Hopefully Better) Campaigns

Almost any dataset can improve the effectiveness of a marketing campaign—if used creatively and nimbly.

Stop Wasting Marketing Dollars on Poor Customer Experiences

Stop Wasting Marketing Dollars on Poor Customer Experiences

An open letter to the C-suite on the importance of remembering what it's like to be your customer.